Web-to-Print : Hard Lessons Learned

And, when the tool shed is finally complete, the work doesn't end there. It's up to Novak and his sales team to market the capabilities to clients in terms that can be easily understood, and appreciated.

"It's taken us two to three years to figure that all out, and we're finally in a spot where we have a clear path forward," Novak says. "We've defined our development platform, and now we know how to talk to the customer. We're finally starting to get some traction. People understand what we're talking about and they're very interested."